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Exam 4: Learning and Memory

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Question 1

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What mechanism is used when a consumer learns to perform responses that produce positive outcomes?

A) Extinction
B) Punishment
C) Negative reinforcement
D) Positive reinforcement

E) A) and D)
F) C) and D)

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Question 2

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Measuring memory for marketing stimuli is often difficult.Discuss the differences between recognition and recall.Give examples of methods for testing each.Which one is thought to be the more reliable measure of memory?

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Two basic measures of impact are recogni...

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Question 3

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According to the theory of classical conditioning, ________ should be encouraged by promoting the unique attributes of a well-established brand.

When a company engages in a 'piggybacking strategy,' it is hoping that customers will be able to discriminate between the company's product and a competitor's product.

If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it.What type of instrumental conditioning has occurred in the situation?

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market.She watched several Chinese women pay for their selections and then Jane copied their behaviour.In this example, Jane used ________.

Compare and contrast classical and instrumental (operant) conditioning.

When Pavlov's famous dogs responded to a bell signalling feeding time, they were exhibiting what is called classical conditioning.

An important factor in instrumental (operant) conditioning is the set of rules by which appropriate reinforcements are given for a behaviour.The chapter discusses four possible schedules of reinforcement.Briefly describe each schedule and give a short example.Be sure to use the proper terminology for each schedule.

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviours.

A stimulus that cues one toward a particular pattern and can activate a reaction is known as a ________.

Learning refers to a relatively permanent change in behaviour that is caused by experience.

According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject?

The researcher and theorist most associated with instrumental conditioning is ________.

Discuss what stimulus generalisation and stimulus discrimination are and present an example of each that is relevant to the field of marketing.

Considering the environmental approach to cognitive learning, which type of learning is the most complex?

Define the terms 'learning' and 'incidental learning.'

Why would short-term memory be greatly impaired, or perhaps made impossible, without sensory memory?

A woman no longer receives compliments on the perfume she wears.In learning terms, the stimulus-response connection has weakened.Which of the following processes best explains what has occurred in the example?

The process of stimulus generalisation is often central to branding and packaging decisions that attempt to capitalise on consumers' positive associations with an existing brand or company name.In this context, list and briefly discuss the four strategies based on stimulus generalisation presented in the text.